天一文化2009专升本公共英语串讲复习资料-作文题目

第一篇：天一文化2009专升本公共英语串讲复习资料-作文题目

天一文化教育集团·锐志文化 2009专升本串讲复习资料 密押版

2009年河南省普通高等学校

选拔优秀专科毕业生进入本科阶段学习考试

考前复习资料·公共英语-作文（非常重要）

作文1Part-time Jobs for College Students

1.有人认为大学生应该兼职工作；

2.有人认为大学生不应该兼职工作；

3.我的看法。

doing part-time jobs.Students will learn what they can’t learn in their classes.However, there are still a lot of others who believe that part-time classes and books.Young students will get lost as to what they colleges if they spend much time doing part-time jobs.experience in work field.But at the same time, we attention that we should not negelect our aims in college.作文21.2.3.我的看法。However, there a lot of others who believe that internet is not necessarily a good 作文On Choosing a Job

1）人们对职业各有不同的理想

2）我的理想的职业

3）我怎样为理想的职业做准备

People have different ideal jobs of their own because every one has his or her likes and dislikes.Some people want to be teachers because they’d like to make people aware of the change of the world.There are others who plan to be doctors after graduation.They like to help make a more healthy world.They like to

As far as I am concerned, I want to be an engineer.In this modern society, engineering has become more and more important in the development of our country.I’d like to put my knowledge into practice and make a better world.To become an engineer, I must do a lot of preparation.For one thing, I have to learn well at

天一文化教育集团·锐志文化 2009专升本串讲复习资料 密押版

school and gain the essential knowledge of my major.For another, I will try every means to put what I learn into practice in work field.作文4City Problems

1.越来越多的人涌入大城市，有些问题随之产生。

2.比较明显的大问题有......3.我对这种现象的想法。

Nowadays, millions of migrant workers flock into cities in search of jobs and better living.However, with the sharp rise in the urban population, many problems arise in the development of cities.Firstly, cities become more and more crowded, putting much pressure upon housing, education, employment and so on.City services and facilities have been other, even not knowing the name of their next-door neighbor.All these problems have harmed the attractiveness of there is some 作文 5

Fast Food

1.快餐在中国十分流行

2.快餐受欢迎的原因

3.我对快餐的看法

Fast food is becoming more and in China, especially among children and

arrive.Second, its attributed to the clean food, the excellent service and the How to Succeed in a Job Interview?

面试在求职过程中的作用

2.取得面试成功的因素：仪表、举止谈吐、能力、专业知识、自信、实事求是……

The interview has become indispensable for the applicant to get a satisfactory job.On the one hand, the interviewer can take advantage of the occasion to learn about the candidates, such as their work experiences, education and their personalities.On the other hand, the interviewee can make use of the opportunity to get to know the job he is going to take up, the salary, the working conditions and many other things about the job he is interested in.天一文化教育集团·锐志文化 2009专升本串讲复习资料 密押版

There are many ways for an interviewee to succeed in a job interview.Firstly of all, he must pay attention to his appearance.He should get dressed properly and neatly.Secondly, good manners are equally important.He should be courteous, not to be too proud or too timid.Thirdly, the interviewee must demonstrate his aptitude and skills for the job and his knowledge about the job-related areas.Last but not the least, the interviewee ought to be honest about his personal as well as academic background.To sum up, the job interview is important, but there is no need to be nervous.As long as the interviewee has the ability for the job, with careful preparation and a fairly confident and honest performance, his success can be ensured.作文 7

Reduce Waste on Campus

1.有些大学校园浪费现象日益严重

2.浪费的危害

3.杜绝浪费, 从我做起

yuan buying fashionable clothes and so on.people” when they graduate.In the second place, it is not easy for our parents for our schooling.Last but not the least

作文 8

Internet ― A Two-edged Sword.1.2.3.’ tips.Besides,But Internet has its own drawbacks which should not be neglected.First, it costs an alarming amount of money to construct the system and the cost is very high to most Chinese consumers.Second, it is sometimes difficult for people to find the right information they are looking for since there is too much rubbish on the net.Finally, it is also difficult to prevent the net from the invasion of criminals.Therefore, the Internet should be viewed as a two-edged sword, which presents us with both conveniences and troubles.The best policy, as I see it, is to further develop the net and exert proper supervision over it so that it can benefit us in a better way.天一文化教育集团·锐志文化 2009专升本串讲复习资料 密押版

作文 9

On Water Shortage

1.Water shortage is becoming an urgent problem

2.Possible solutions

No one can have failed to notice the fact that water shortage is a serious problem with which the whole world is confronted.Actually, it has become so widespread that it has severely affected people’s daily life and hindered the development of the global economy.A number of factors could account for the problem, but the following might be the critical ones.First, with the development of agriculture and industry, an increasing amount of water needed.Secondly, the ever-increasing population is another leading cause of water Besides, the global tendency of warming up also contributes to the problem.What’s pollution and waste of fresh water make the situation even worse.essential that laws and regulations be worked out and enforced to reasonable for us to expect a brighter future.作文 10

1.学生往往对社会现实缺乏认识。

2.社会实践是学校教育的一个重要组成部分。

3.参加社会实践的好处。

It is a common weak point among students that the majority of them have their years of learning at college.students are sure to than their textbooks.Their participation in social practice and the working them to apply their knowledge to the solution to the practical problem.In college students have been sent to the basic level to keep in of reality.practice for college students is a bridge between their theory and reality.Timely11

Is Outer Space Worth Exploring

1.目前，太空探索成为热门话题

2.太空探索对人类益处

3.你的看法

 Almost everyday we may see something in the newspaper or on TV about the latest exciting developments in space exploration.There is an immense pride in our science and technology and a sense of its importance for the welfare of mankind.There are various advantages in exploring outer space.We have already succeeded in

天一文化教育集团·锐志文化 2009专升本串讲复习资料 密押版

using satellites for communications, weather forecast and oil exploration and with further space research, more problems we are having now can be solved.Space projects will also enable us to find a few chemical elements to cure presently incurable diseases.I think space exploration contributes not only to the improvement of the quality of human life, but also to our understanding of the interdependence of all beings;and therefore, of the need to take better care of each other.作文 12

Mobile Telephone on Campus

1.学校园里越来越多的学生拿手机；

2.手机对学生的影响；

3.你的观点。

to use mobile telephones.them from

the students’

作文13

根据下列提示写一封求职信

1.2.技能和经历

3.I have always been a top student in our Department.I took several optional courses in my －time jobs in a company for two years.In the due process, I enhance my working knowledge

Enclosed is my resume, and my references are available upon notice.I would like to meet you at your earliest convenience and discuss the possibility of working with your company.Or, if you are too busy these days, you can contact me at ***0 for further information.Thank you for your favorable consideration.Best regards.Yours Sincerely,Li Ming

第二篇：最新的公共英语复习资料

5.Translate the following sentences into English, using the proper forms of the words or phrases given in the brackets.他那不能令人满意的答复促使我又向他提出了一个问题。(prompt...to)His unsatisfactory reply prompted me to ask him another question.2)长期医疗保险和短期医疗保险，哪一项更合算？(a good deal)Which is a better deal, the long-term medical care insurance or the short-term one? 3)圣诞节期间，那家超市的货品打5折进行清仓销售。(mark down)n the Christmas season, the goods in that supermarket were on clearance sale by marking down 50% of their original prices.6.Pay attention to the italicized parts in the English sentences and translate the Chinese sentences by simulating the structure of the English sentences.1)He is a master of language, and his speech always appeals to people with its humour.This book mainly tells you how to learn to become a master of guitar through practice.2)Man does not suffer from conditions, but rather from the views he takes of them.The patient was not better but rather became worse.3)Compared with his room, my room is even smaller.Compared with most of the others, you are so excellent a girl.George wanted very much to run away from her, but instead he took her in his car and drove her home.She didn’t answer me, but instead, she asked me another question.9.Translate the following sentences into English, using the proper forms of the words or phrases given in the brackets.1)她从一家商店逛到另一家商店，最后以出得起的价格买到了她所需要的东西。(at a price, afford)She shopped around till she got what she wanted at a price she could afford.2)他除了向我点点头，从不跟我说话。(other than)He never speaks to me other than to nod to me.你应该永远以做好你的工作为目标。(aim at)You should always aim at doing your job well.几个星期以来，她一直待在家中照顾有病的父亲。(be tied to)She has been tied to the house for weeks looking after her sick father.这条线路是为缓解交通拥挤而设计的。(be designed to)This route was designed to relieve traffic jams.社会由形形色色的人组成。有些人很好，有些人很坏，而大多数人则介于两者之间。(a wide variety of)Society is made up of a wide variety of people.Some of them are good, others are

bad, and the majority are in between.Translate the following sentences into English, using the proper forms of the words or phrases given in the brackets.服务是使你自己在竞争中突显出来的唯一途径。(differentiate from)The only way to differentiate yourself from the competition is through service.我总是很痛苦地意识到自己的缺点。(be aware of)I was always painfully aware of my shortcomings.她的悲剧让我想起我去年的一次遭遇。(call to mind)Her tragedy calls to mind something that happened to me last year.对于她的缺席，我脑海里出现了好几种可能性。(come to mind)A number of possibilities came to my mind about her absence.最初的会议为进一步谈判奠定了基础。(set the stage for)The initial meeting set the stage for further negotiations.Pay attention to the italicized parts in the English sentences and translate the Chinese sentences by simulating the structure of the English sentences.1）Some people like coffee, whereas some others like tea.His children are well behaved, whereas those of his sister’s are naughty.If the bird is let out of its cage, it will certainly fly away.It’s not exactly what I wanted, but it will serve my needs.3）The little American girl is both pretty and smart.It is suitable for both classroom use and self-study.4）He might not be able to help but there’s no harm in asking him.The result might not be immediately evident.5）Even if it will take me six weeks, I am determined to finish the job.Even if one graduates from college, he/she should still continue to learn.Translate the following sentences into English, using the proper forms of the words or phrases given in the brackets.这一方法证明是非常成功的。(prove)This method has proved to be very successful.我们生了病才知道健康的价值。(the worth of)We won’t know the worth of health until we are ill.这种表演很受大学生的欢迎。(be popular with)This kind of performance was very popular with college students.人们认识到吸烟有害健康。(it is recognized that)It is recognized that smoking is bad to one’s health.学习一件事情的最好方法是去做这件事。(the best way to)The best way to learn something is to do it.他们将和来自全世界的游泳选手进行比赛。(compete with)They will compete with swimmers from across the world.我们不能解决所有问题，但肯定能减轻他们的痛苦。(ease one’s suffering)We can’t solve all the problems, but we certainly can ease their suffering.那天晚上我玩得很开心，晚会上的其他人也都一样。(so did)I had a lot of fun that evening and so did everyone else at the party.4.Translate the following profile into English.本公司创立于1990年。我们专门进口国外产品。我们总部设在上海，共有6家分公司，员工超过1 000人。公司2010年营业额为1.6亿美元。我们的业务正在快速增长。The company was founded in 1990.We specialize in importing foreign-made products.We have our headquarters in Shanghai and six branches with more than 1 000 employees.The company had annual sales of US $160 million in 2010 and our business is growing rapidly.公司简介常用句型：

1.The company was founded in 年

.2.The company mainly deals in

产品

.或者

The company’s leading product is

产品

.3.The head office is located in

城市

.It’s branch offices are in

城市

and

城市

.4.The company had annual sales of about $70million last year, and the business is growing steadily.5.The company consists of

departments.6.It has

employees.7.The company is best known for its quality and service.5． Translate the following sentences into English, using the proper forms of the

words or phrases given in brackets.1）当进口产品时，我们必须考虑我们的支付能力。(take into consideration)We must take into consideration our ability to pay when we import goods.2)食品安全与民生紧密相关。(security)Food security is closely connected with people’s livelihood.3)他们在法庭上对控诉进行了非常成功的辩护。(defence)In the court, they made a very successful defence against the charges.4)这种游戏特别受年轻人的欢迎。(popular with)The game is especially popular with young people.5)在那个紧要关头，他不顾一切地冲了上去。(throw caution to the wind)At that critical moment, he rushed forward and threw caution to the wind.6)在经济学上，通货膨胀意味着货物和服务的市场价格猛烈增长。(go up sharply)In economics, inflation means the market

prices of goods and services will go up sharply.6． Pay attention to the italicized parts in the English sentences and translate the Chinese sentences by simulating the structure of the English sentences.1）我们应确保这种个人攻击永远不再发生。我们必须一起行动，确保我们的环境正得到改善。We should make sure that this kind of personal attack never happens again.We need to act together to make sure that our environment is being improved

2）他的医生警告他要主动戒酒。

那个公园好像不安全，孩子们不应该去那里。He is warned to steer clear of alcohol.Kids should steer clear of that park, as it doesn’t seem safe there.3）千万人的安全受到了威胁。

当真理受到威胁时，我们将坚持我们的立场。The safety of thousands of people is at stake.We’ll stand on our ground when truth is at stake.4）至于科学，我们应当尽最大努力赶上世界最高水平。要在大学里取得成功，我们必须在学业和社会工作两方面跟上其他同学。

As for science, we should do our best to catch up with the world’s top level.To achieve success in the university, we should catch up with other students in both academic study and social work.5）英语作为主要的网络语言，其使用地位有可能下降。你知道他们用什么作为备用能源吗？

Using English as the major Internet language will probably decline in the future.Do you know what they use as their backup source of energy? 9.Translate the following sentences into English, using the proper forms of the

words or phrases given in the brackets.在山区，越来越多的文盲有机会接受教育了。(have access to)In the mountain areas, a growing number of illiterate people now have access to education.2)你不能总是不表态，你必须对此事做出决定。(sit on the fence)You can’t sit on the fence forever;you have to make a decision about it.3）你可以看到，有很多贸易信息可以利用。(available)As you can see, there is a lot of trade information available.4)她给经理打电话，问是否可以打折扣。(call up)She called up the manager and asked if she could get a discount.要在这一领域获得成功需要有智慧和才能，尤其需要勤奋。(above all)Success in this field requires intelligence and talent, and, above all, hard work.5．5 Translate the following sentences into English, using the proper forms of the words or phrases given in the brackets.1）我们的谈话仅仅围绕与文化差异有关的事。(encompass)Our conversation merely encompassed the things relating to cultural differences.2)我试图一口气读完整本小说。(in one sitting)I tried to read the whole novel in one sitting.3)当她对约翰更了解以后，她比以往任何时候都更加爱他。(more than ever)She loved him more than ever when she got to know John better.4)在面试期间，许多求职者会很紧张，会结结巴巴用词不当。(stumble over)During the interview, many job applicants would get nervous and stumble over their word context.5)许多公司宁愿要更便宜的电脑，而不是功能更强的电脑。(rather than)Many companies would prefer cheaper computers rather than more powerful ones.6)在跨文化交际中，深刻了解西方文化的多样性是必不可少的。(diversity)A thorough understanding of the diversity of Western culture is a must incross-cultural communication.6． Pay attention to the italicized parts in the English sentences and translate the Chinese sentences by simulating the structure of the English sentences.1）我们既把重点放在战略性投资上，又注重经济回报。每个人都有权单独地或与他人共同地拥有财产。

We focused on strategic investment as well as financial return.Everyone has the right to own property alone as well as in association with others.2）我们讨论的都是有关教育和气候变化这样的问题。像慢跑这样的运动会有助于你健康地生活。

Our discussions were all about issues such as education and climate change.Certain sports, such as jogging, can help you lead a healthy life.3）除英国外，您还打算在其他国家发放生产许可证吗？ 谈论工作以外的话题永远是接近某个人的最佳方式。Do you intend to grant manufacturing licenses in countries other than the UK? It’s always best to approach someone by speaking about something other than work.4）所有物质，不论是固体、液体还是气体，都是由原子组成的。

不管你喜欢还是讨厌，在美国没有一个城市能像这个城市一样。

All substances are made of atoms, whether it is solid, liquid or gas.Whether you like it or hate it, there is no other city like this one in the US.5）有些电影明星因他们在银幕外的行为而声名狼藉。他因为残忍和大规模屠杀敌人而臭名昭著。

Some movie stars are infamous for their behaviour off-screen.He was infamous for his cruelty and for the mass executions of his enemy.6）所有这些都将基于员工的满意度来实施，这是我们长期的目标。

我认为我们评价一个人必须以其对工作的态度为基础。All these will be implemented based on the employees’ satisfaction, which is our long-term goal.I think our evaluation of a person must be based on his attitude to work.7）一些食物会与药物相互发生作用，可能有益也可能有害。父母应该常和孩子沟通, 以便了解孩子们的好恶。Some foods interact with medicine in ways that may be helpful or harmful.Parents should communicate with their children so that they can be aware of their children’s likes and dislikes.Write an invitation for academic conference according to the Chinese given below.请以重庆应用技术学院建筑系系主任王勇的名义给美国的著名建筑学专家Dr.Robert White写一封邀请函，邀请他于今年10月光临该校讲学，并诚恳地希望他能接受邀请。（请同学们注意邀请函的书写格式，友情提示：书信正文段落间空行只是为了方便大家阅读。）收信人地址：State University of New York, 685 Baldy Hall, New York 14260 Chongqing College of Applied Technology P.R.China

May 10, 2011 Dr.Robert White

State University of New York 685 Baldy Hall, New York 14260 USA

Dear Dr.White，I am pleased to learn that your work in the field of architecture is well known, I would like to invite you to our college to give us a lecture in October this year.Architecture has always been the top priority at Chongqing College of Applied Technology, and I would be honoured to have you speak to us.I sincerely hope you could give us a favourable reply at your

earliest convenience.I look forward to hearing from you soon.Sincerely yours，Wang Yong

Dean of the Architecture Department 英文邀请函常用句型：

1.The

Department of

College would like to invite you to attend the annual academic conference.On behalf of the

Department of

College, I would like to invite you to deliver a speech at the annual academic conference.2.It is held at

地方

at

钟点

on

星期，月日，年

.It is held from

to

.It is held in 城市

in

月份

.3.The theme of the conference is

.4.We hope that you can attend the conference.We hope that you can accept the invitation.5.Since you are an expert in this field, we know your views will be extremely interesting to us.6.We are looking forward to your early reply.We are looking forward to receiving your reply as soon as possible.

第三篇：专升本作文题目

专升本《大学语文》练习题目

1、阅读下面的材料，然后按要求作文。

一位先哲曾经说过，使我们疲惫的，往往不是远方的高山，而是鞋里的一粒沙子，我们要随时倒掉鞋里的每一粒沙子。

请以“沙子”为话题，写一篇不少于600字的文章。

2、阅读下面的材料，根据要求作文。

我们身边有各种不同的‘镜子’。有人在时间的流转中，从‘它’照见了容颜的改变；有人在人生的戏局中，从‘它’观看出真正的自我；但也有人不愿或不能面对‘它’。

试以‘对镜’为题，写一篇文章，不少600字。

3、阅读下面的材料，根据要求作文。

算盘与主人的对话

算盘对主人说：“我有13根档，每根档上还有3个空缺，上边缺了一个算珠，下边缺了两个算珠，共缺39个算珠。”主人说：“我给你补齐就是了。”结果，算盘不能用了。

请以“留下一点空白”为话题写一篇文章。

4、以《勿以善小而不为》为题写一篇议论文，不少于600字，不超过1000字。

5、以《起点与终点》为题，写一篇不少于600字的文章。

6、.清代诗人袁枚曾经说过：“蚕食桑而吐者丝，非桑也。”请以《“食桑吐丝”的启发》为题，写一篇不少于600字的文章。

7、以《挫折》为题，写一篇不少于700字的议论文。

8、以《路就在脚下》为题，写一篇不少于600字的文章。

9、以《关于钥匙的联想》为题写一篇不少于600字的议论文

10、古语云：“千里之堤，溃于一穴”。据此，请自拟题目，写一篇不少于600字的议论文。

11、孔子说：“学而不思则罔，思而不学则殆。”（罔：无，无所得。殆：疑惑。）请以《学与思》为题，写一篇议论文，不少于600字。

12、庄子《秋水》中的河伯，“以天下之美为尽在己”，因而“欣然自喜”，当看到“不见水端”的大海之后，才望洋兴叹道：“闻道百，以为莫己若者，我之谓也。”

请以《眼界》为题，写一篇不少于 800 字的文章。

13、一只狐狸为了钻进葡萄园去美餐一顿将自己饿瘦了三天。到了葡萄园以后狐狸拼命的吃呀吃结果吃胖了出不来。它只好将自己又饿了三天饿瘦后才出来。从结果来看狐狸似乎白去了一趟葡萄园。请以此为话题写一篇表现“结果与过程”的辨正关系的作文。

14、选材的木匠来到山里，当他看到一堆奇形怪状的树根时，认为是无用之材，摇摇头就走了；不久，一位根雕艺术家也来到这里，看到树根，喜出望外，就把它们拾回家，加以雕琢,于是,树根变成了精美的根雕艺术品。这则材料会使人产生许多联想，请你结合生活实际，以“材与非材”为话题，写一篇文章。

15、以《桥》为题，写一篇不少于600字的文章。

第四篇：[公共英语]专升本英语作文常用句型

[公共英语] 专升本英语作文常用句型大全

表示重要、必要、困难、方便、可能

1）It is important（necessary，difficult，convenient，possible）for sb．to

do sth．

2）We think it necessary to do sth．

3）It plays an important role in our life．

例如：

Computers are now being used everywhere，whether in the government，in schools or in business．Soon，computers will be found in every home，too．We have good reason to say that computers are playing an increasingly important role in our life

and we have stepped into the Computer Age．

表示变化

1）Some changes have taken place in the past five years．

2）A great change will certainly be produced in the world’s communications．

3）The computer has brought about many changes in education．

例如：

Some changes have taken place in people’s diet in the past five years．The major reasons for these changes are not far to seek．Nowadays，more and more people are switching from grain to meat for protein，and from fruit and vegetable to milk

for vitamins．

表示比较

1）Compared with A，B．．．

2）I prefer to read rather than watch TV．

3）There is a striking contrast between them．

例如：

Compared with cars，bicycles have several advantages besides being

affordable．Firstly，they do not consume natural resources of petroleum．Secondly，they do not cause the pollution problem．Last but not least，they contribute to

people’s health by giving them due physical exercise

表示好处

1）It has the following advantages．

2）It does us a lot of good．

3）It benefits us quite a lot．

4）It is beneficial to us．

5）It is of great benefit to us．

例如：

Books are like friends．They can help us know the world better，and they can open our minds and widen our horizons．Therefore，reading extensively is of great

benefit to us．

表示原因

1）There are three reasons for this．

2）The reasons for this are as follows．

3）The reason for this is obvious．

4）The reason for this is not far to seek．

5）The reason for this is that．．．

6）We have good reason to believe that．．．

例如：

There are three reasons for the changes that have taken place in our life．Firstly，people’s living standard has been greatly improved．Secondly，most people are well paid，and they can afford what they need or like．Last but

not least，more and more people prefer to enjoy modern life．

注：如考生写第一个句子没有把握，可将其改写成两个句子。如：Great changes have taken place in our life． There are three reasons for this．这样写可以避免套用

中的表达失误。

表示坏处

1）It has more disadvantages than advantages．

2）It does us much harm．

3）It is harmful to us．

例如：

However，everything divides into two．Television can also be harmful to us．It can do harm to our health and make us lazy if we spend too much time watching

television．

表示措施

1）We should take some effective measures．

2）We should try our best to overcome（conquer）the difficulties．

3）We should do our utmost in doing sth．

4）We should solve the problems that we are confronted（faced）with．

例如：

The housing problem that we are confronted with is becoming more and more

serious．Therefore，we must take some effective measures to solve it．

表示事实、现状

1）We cannot ignore the fact that．．．

2）No one can deny the fact that．．．

3）There is no denying the fact that．．．

4）This is a phenomenon that many people are interested in．

5）However，that’s not the case．

例如：

We cannot ignore the fact that industrialization brings with it the problems of pollution．To solve these problems，we can start by educating the public about the hazards of pollution．The government on its part should also design stricter

laws to promote a cleaner environment．

表示数量

1）It has increased（decreased）from．．．to．．．

2）The population in this city has now increased（decreased）to 800，000．

3）The output of July in this factory increased by 15％ compared with that of

January．

例如：

With the improvement of the living standard，the proportion of people’s income

spent on food has decreased while that spent on education has increased．

再如：

From the graph listed above，itcan be seen that student use of computers has increased from an average of less than two hours per week in 2008 to 20 hours in

2009．

第五篇：专升本联大串讲之《市场营销》

市场营销学

小题（填空10个、判断10空、名词4*5’，简答4*10’，案例1*20’）

1.市场营销学产生于 19世纪末20世纪初（判/填）

2.市场定义（名词）：市场是以商品交换为基本内容的经济联系形式。

（填）在商品经济条件下，交换产生和存在的前提是（社会分工）和（商品生产）

3.市场的4个含义（简答）：市场是商品交换的场所； 市场表现为对某种商品的消费需求

市场是 各种市场主体间的交换关系 乃至 全部经济关系的综合市场是 社会资源的主要配置者、经济活动的主要调节者

4.市场基本特征（填/判）：开放性、多元性、自主性、竞争性

5.市场营销≠销售或促销，市场营销的目的就是使销售成为不必要，营销意味着企业“先开市场后开工市场”

6.市场营销者：希望从别人那里取得资源 并愿以某种有价之物作为交换的人

7.市场营销（名词）：企业在变化的环境中，为满足消费者需要和实现企业目标，综合运用各种营销手段，把商

品和服务整体销售给消费者的一系列市场经营活动。

8.市场营销管理过程步骤（填/简）：分析市场机会--选择目标市场--设计营销组合--管理市场营销活动

9.市场营销组合（4P）组合（填）：四个可控变量（产品、价格、地点、促销）

10.4C组合（填）：消费者欲望和需求，消费者欲望需求的满足成本，购买方便性，沟通

11.市场营销组合的特点（简/判）：

市场营销组合因素对企业来说都是可控因素； 是一个复合结构、动态组合； 要受企业市场定位战略的制约

12.传统营销观念：生产观念—重产轻销； 产品观念—重产轻需； 推销观念—重视推销、刺激购买

13.市场营销观念：实现公司目标关键是探究目标市场的需求和欲望,使公司比竞争者更有效果效率的满足消费者.14.社会市场营销观念（名词）：企业的要务是要确定目标市场的需要、欲望及兴趣，这样才能比竞争者更有效率的满足需要，追求公司利润、消费者欲望、社会利益 三方面平衡。

15.关系营销：企业要在盈利的基础上建立维持促进与顾客和其他伙伴间的关系，形成兼顾各方利益的长期关系

16.整合营销：企业需调动所有资源并有效协调各部门 来提高对顾客的服务水平和满足程度。

（核心观点）：从顾客角度去考虑营销问题，营销的一切工作都要以顾客为起点和终点。

（两个方面）：企业各部门必须【围绕企业总体营销目标加强彼此协调；确立为顾客利益考虑的思想观念】（反映了）：系统哲学理论在企业经营发展方面的深化。

17.关系营销与整合营销的区别（简答/案例）

交易营销：适合目光短浅低转换成本的顾客。核心：当期交换。企业着眼于近期利益、与顾客关系不牢靠，强调市场占有率、一锤子买卖，追求利益最大化，市场风险大。

关系营销：适合眼光长远高转换成本的顾客。核心：与客户建立长期关系。企业着眼于长远利益、与顾客关

系较牢靠，强调顾客忠诚度满意度，追求互利关系最佳比，市场风险小。

18.顾客让渡价值：顾客总价值（产品/形象/人员/服务价值）与顾客总成本（时间/货币/精力/体力成本）间的差距。

19.企业实施CS营销战略的主要途径（简答/案例）：

企业要站在顾客立场上考虑和解决问题，把顾客需要、满意放首位

（1）开发顾客满意的产品：以客需为首，调查其需求，分析其购买动机、购买行为、购买能力、购买水平研究其消费习惯、兴趣爱好，科学定制产品开发方向与数量。

（2）提供顾客满意的服务：做到：明码标价优质优价//包装安便//尺足称满//售后周到、帮助安装、传授技术

从而不断完善服务系统，最大限度使顾客安心便利。

（3）进行CS观念教育，使顾客第一的观念深入人心

（4）通过福利保障、上下及沟通、让员工参与决策和自我实现来提高企业员工满意度

（5）建立CS分析方法体系：评价客户满意度，反馈给企业以便改进工作

20.企业如何应对变化的市场营销环境（案例）

企业对市场营销环境的适应既是营销环境的客观性要求，也是企业营销观念的要求。

现代营销观念以消费者需求为中心，要求企业认清环境及变化，发现并比竞争者更好的满足顾客需求才不会

被市场淘汰。

环境的复杂性和动态性要求企业不断满足需求、适应环境，才能生存发展。

企业对营销环境的适应 既依赖又改造，要发挥企业能动性。

21.微观营销环境分析（案例）

企业—在营销中为了实现经营目标，必须协调主处理好各部门间的关系和矛盾。

供应商—是向企业及其竞争者提供生产产品和服务所需资源的企业或个人。

中间商—是协助企业寻找客户进行交易的中介单位，分为 代理商（无产品所有权）和 经销商（有所有权）顾客—是企业最重要的环境因素，是企业的目标市场。

包括：（消费者市场、工业市场、中间商市场、政府市场、国际市场）

竞争者—竞争者类型分为：愿望竞争者（提供不同产品满足不同需求）；平行竞争者（为同需求提供不同产品）产品形式竞争者（同种产品不同规格）；品牌竞争者（产品相同、品牌不同）同行业竞争中考虑 卖方密度、产品差异、进入难度，这三个因素决定了同行业竞争激烈程度。公众—企业要考虑营销方式是否受到公众欢迎（金融公众、媒介公众、政府公众、群众团体）

22.宏观营销环境分析（案例）--包括：人 经 然，政 科 文

人口环境：人口规模及增长速度（影响基本生活资料需求）； 人口地理分布（人口密度/流量不同地区有差异）人口结构--年龄、性别、家庭(主要采购单位)、社会（城市市场竞争烈，农村市场竞争弱）、民族、教育经济环境：经济发展水平（经济发展阶段不同、居民收入不同导致顾客对产品需求不同）；居民储蓄情况自然环境：资源状况（有限资源—石油，无限资源—空气）；资源成本；环境保护意识日益增强--新市场机会

科技环境：新技术会为企业带来发展机会，旧技术行业衰退。社会文化：文化背景→价值观→购买行为不同

23.SWOT分析（案例）

定义：将于研究对象密切相关的各主要内部优劣势、外部机会威胁 依照矩阵排列，把内外要素结合形成公司

战略的一种分析方法。SWOT包括：优势、劣势、机会、威胁

优劣势分析：着眼于企业自身实力和与竞争者的比较 ； 机会威胁分析：外部环境变化对企业的影响

优势+机会：利用优势抓住机会优势+威胁：利用优势规避风险

劣势+机会：利用机会弥补劣势劣势+威胁：弥补劣势，消除威胁

24.（填）按照购买目的和用途不同，市场可以划分为（组织市场）和（消费者市场）

组织市场：以某种组织为购买单位的购买者所构成的市场

消费者市场（最终市场）：个人/家庭为了生活消费而购买产品和服务的市场

25.消费者购买行为的刺激—反应模式（简答/填空）

26.消费者购买决策过程：认识需要—信息收集—备选产品评估—购买决策—购后行为

27.组织市场（不同购买者的集合）--分类（填空/简答）：

生产者市场（加工生产其他产品以谋利）； 中间商市场（为盈利而进行转卖或租赁）

非盈利性组织市场（低预算且受一定控制，如学校/医院/监狱）；政府采购市场（通过竞价投标向国内供应商采购）

28.市场细分：营销者通过市场调研，依据消费者需要、欲望、购买行为、购买习惯方面的明显差异性，把某一

产品的市场整体划分为若干个消费者群的市场费雷过程

29.市场细分的作用：有利于发现市场机会、掌握目标市场特点、制定市场营销组合策略、提高企业竞争力

30.市场细分标准：细分消费者市场标准（地理环境变量、人口变量、消费者心理、行为变量、用利益细分变量）细分产业市场标准（顾客类型、地理位置、顾客规模、产品用途）

31.市场细分原则：可盈利性、可区分性、可实现性、可衡量性

32.目标市场：企业决定作为自己服务对象的有关市场，可以是 某个细分市场／若干市场集合／整个市场

33.目标市场选择策略（简答）

无差异营销策略：企业把整体市场看做一个大目标市场，不细分，用一种产品、市场营销组合对待整体市场优：成本经济性缺：消费者需求偏好极具复杂性，一种产品很难满足

差异化营销策略：把整体市场划分为若干需求与愿望大致相同的细分市场，根据企业资源及营销实力选择部分

细分市场作为目标市场，为个目标市场制定不同的市场营销组合策略。

优：有针对性的满足不同消需、提高产品竞力；缺：产品品种/销渠/广宣扩大增加营销费用集中性营销策略：在市场细分基础上选择几个相似的作为目标市场，制定一套营销组合方案，实行专业化经营

进行密集型开发，集中力量在分市场占大份额。

优：能充分发挥自己的技术资源优势，大大节省营销费用增加盈利，更好地满足消需，取得优越的市场地位

缺：经营者风险较大，若消费者兴趣突然转移或出现强有力竞争对手，会使企业陷入困境

34.市场定位：企业根据竞争者现有产品在市场上所处位置，针对顾客对该类产品某些特征或属性的重视程度，为本企业产品塑造与众不同的、印象鲜明的形象，并将此形象生动的传递给顾客，使该产品确定适当市场位置

35.市场定位方法：根据【产品属性和利益；产品价格和质量；产品用途；使用者；产品档次；竞争地位】定位

36.市场定位策略：避强定位；对抗性定位；重新定位

37.市场定位策略的选择与执行：找出可行的竞争优势；选择正确的竞争优势；沟通及传达选好的定位

38.竞争者分析的五大内容：竞争者的营销目标、营销假设、现行战略、营销能力、反映情况（进攻/防御性行为）

39.企业面临的5种竞争力：潜在竞争力、同行业现有竞争力、买方竞争力、供货者竞争力、替代品竞争力

40.基本的市场竞争策略（简答）：

低成本策略：在保证产品质量和服务的前提下，通过降低生产和销售成本，使自己的产品低于竞争对手的价格，从而迅速扩大销量提高市场占有率的策略

优：采用低成本策略利用规模经济形成企业在同行业中的低成本优势缺：一味追求低成品易使顾客满意度下降差别化策略：通过发展企业别具一格的营销活动争取在产品或服务方面的独有性，使消费者产生兴趣而消除

价格的可比性，以差异优势产生竞争力的策略

优：利用产品设计、使用功能、外观、包装、服务等途径形成别具一格的企业形象缺：付出代价较高聚焦策略：通过集中企业力量为细分市场提供有效服务，充分满足部分消需，以争取局部竞争优势的策略优：利用完善适应自身能力的目标市场策略，在原本并不拥有全面竞争优势的目标市场中获得有利地位缺：若和其他部分市场无任何差异，此竞争策略无法成功

41.产品整体概念：一切能满足消费者某种利益和欲望的物质产品和无形服务，有形物品包括产品实体及其品质

特色款式品牌和包装。无形服务包括可以给顾客带来附加利益和心理上的满足感的售后服务、产品信誉等

42.产品组合策略（简答）：

扩大产品组合宽度；加强产品组合深度（向下扩：高档中加低档,有风险//向上扩：原有线上加高档//双向扩）产品线特色化；产品线现代化

43.产品生命周期：新产品从试制成功后经成批生产投放市场，到市场饱和最后被淘汰的全部变化过程所经时间

44.新产品：重大发现产生的产品，在功能或形态上发生改变，从原有市场进入新市场，能给消费者提供新效用

45.品牌：是一个名称、属于、标记、符号、图案，或这些因素的组合，用来识别产品的制造商和销售商

46.单一/多品牌策略：（简答）

个别品牌策略：企业在不同的产品线上或同一产品线内的不同产品适用不同的品牌

优：为建立不同的产品特色、迎合不同购买动机建立途径

缺：企业要有实力经营多品牌，要缜密的调查市场、寻找产品差异，要考虑企业所处行业的具体情况单一品牌策略：企业所有产品采用同一品牌，也称品牌延伸策略

优：大大降低广告宣传等促销费用，顾客容易接受新产品缺：品牌延伸不当会影响原品牌形象

47.三种定价导向：成本导向、需求导向、竞争导向

需求导向定价法：以市场需求强度及消费者的感受作为主要依据的定价方法，是伴随营销观念更新而生的方法 竞争导向定价法：以市场上相互竞争的同类产品价格为定价的基本依据，随竞争状况变化而调整价格的定价法

48.新产品定价策略：撇脂定价 渗透定价 满意定价

撇脂定价 适用于在市场上有明显独到之处，市场容量较大，消费者对价格不敏感，竞争者短期内难效仿的产品 渗透定价 适用于低档、易耗、专业性不强的商品及生活必需品

49.竞争对手对企业调价的反应：相向式反应（同升同降）、逆向式反应（你涨我降）、交叉式反应

50.分销渠道：某种货物和劳务从生产者向消费者转移时取得的所有权或帮助其所有权的企业和个人。

51.分销渠道类型： 直接渠道：生产企业不通过中间商环节直接将产品销售给消费者（适用于工业品）间接渠道：生产企业通过中间商环节把产品传送到消费者手中（适用与消费品）

52.垂直渠道系统：由生产企业、批发商和零售商组成的统一系统

水平是渠道系统：有两家公司以上的公司联合起来的渠道系统，可实行暂时或永久合作

多渠道营销系统：对同一或不同的分市场采用多条渠道营销系统

53.三种决策：密集性分销；选择性分销；独家分销（简答/判断）

密集性分销：生产者利用尽可能多中间商为其推销产品。优：大范围推销选择中间商方便 缺：费用高，易失控 选择性分销：生产者选择有限的中间商在特定区域销售自己的产品。优：专一性强 缺：受中间商政策影响

独家分销：生产者在一定时间区域内选择一个中间商销售自己的产品。优：利于与中间商合作，新产品上市方便

54.评估分销渠道方案的三个标准：经济型、可控性、适应性

经济性标准：从经济角度考察其运行成本和销售贡献大小，分析哪种方案销量更大和每个渠道的运行成本可控性标准：销售代理商是独立公司，关心本企业利润最大化，而非制造商利益

适应性标准：每个渠道方案在经济型或控制性方面都十分有约时才考虑

55.直接激励：通过给予渠道成员物质或金钱的奖励来激发其积极性从而实现公司的销售目标。

方法：过程返利、销量返利

间接激励：通过帮助渠道成员进行销售管理，以提高销售效率和效果来激发渠道成员的积极性和销售热情

方法：为渠道成员 建立进销存报表、进行客户管理和客户开发

56.促销----实质：营销者与顾客和潜在顾客之间的双向信息沟通

目的：引起注意、刺激购买欲望和购买行为，形成信任关系，从而有利于产品销售和树立品牌形象

功能：企业可以获取自身寻在的不足、竞争对手的详情、以及顾客提供的宝贵建议

57.营业推广形式

营业推广：不同于人员推销、广告、公共关系的销售活动，目的在于激发消费者购买和促进经销商效率

针对消费者的营业推广（礼品、优惠劵、抽奖）；针对中间商的营业推广（批发回扣、交易会）；针对销售人员的营业推广（销售竞赛、免费人员培训和技术指导）